One Simple Tip to Increase Ecommerce Conversions from Your 404 Error Page

This 404 error page best practice from online store Ballard Designs, seems so obvious I'm surprised I've never seen it mentioned before. In addition to providing your visitor with the usual links to home, search, customer service, etc, why not provide them with actual product recommendations?

Ballard Designs 404 error page screenshot

Product recommendations on Ballard Designs 404 error page (click to view larger)

According to Which Test Won, when A/B tested against a version of the 404 page with no product recommendations:

Version B, the 404 page with purchase options, increased total purchases, new customer purchases, add-to-cart rate, and average page views.

I'm certainly going to work with my product recommendation service, Barilliance, to add this feature to the sites I manage. I'd also like to tweak it so that visitors who arrive at a 404 page from a web search see recommended products that are customized based on the keyword phrase used.

Posted on: February 8, 2014 | 100 Comments

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100 Comments Posted (Add Yours)

This is such a great article. So many people that that if a page has a 404, they should just redirect it back home. Smart people will create a 404 page, but the smartest people will create a 404 like this that increases conversion!

Nice info. Good some one put this on test..i can tell me clients now.

What an achievement. I had never seen before that anyone has provided this kind of instructions in summarized manners and that become so valid.

Some good info here, thanks for sharing! Smart 404's are something that everyone should be considering.

Great idea. It is a good way to effectively use the 404 page.

Great idea, I was just working with 404 pages yesterday!

Thanks for the article, great read

Thanks for the article, great read

Thanks!, this is very useful information. I created 404 pages, redirection on my website page, but that is not a conversion redirection. I want conversion 404 redirection on my E-commerce website, I know a web designer company http://www.pumpkinwebdesign.co/web-design-wigan/
which is providing this service I takes help form that company. Thanks you so much to share this article.

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